vegetables

41
that frozen vegetables are a
compromise on quality for
the sake of convenience. This
makes them more likely than
the average consumer to buy
pre-prepared fresh vegetables,
such as ready-made salads,
but less likely to buy packets
of frozen vegetables.
With many Millennials
being concerned about the
sustainability of their lifestyles,
providing options to reduce
the proportion of their fresh
vegetable purchases which
is currently going to waste
could help to increase their
overall consumption.
Among this cohort, there are
high levels of interest in the
availability of smaller portion
sizes, suggesting that industry
could capitalise through
offering single- or double-serve
product formats.
Millennials also want to know
how to make the most out of
the parts of vegetables they
currently discard, with this
stem-to-root philosophy clearly
presenting opportunities to
communicate to consumers
with smart usage tips.
These insights are just some of
the valuable findings delivered
by Colmar Brunton in its report
on the online community study.
The full report covers a range
of themes from across the sixweek
period, including attitudes
to health and nutritional
information, perceptions of
product formats and packaging,
and consumer knowledge of
seasonality.
The full report is free to
all levy-paying growers and
is available in the ‘Vegetable
Market’ insights section of the
InfoVeg database.
Vegetables Australia September/October 2016
To read the full report on the online community study, please contact
AUSVEG on 03 9882 0277 or email info@ausveg.com.au.
Consumer and market program for the vegetable industry has been
funded by Horticulture Innovation Australia Limited using the National
Vegetable Levy and funds from the Australian Government.
Project number: VG12078
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